Acres of Diamonds in Marketing
What does Russell Conwell’s classic “Acres of Diamonds” have to do with marketing?
(if you’ve never read this book
you can get a copy for free here)
From my experience, it has a LOT - especially when it comes to motivating and inspiring people to reach further in their personal or professional lives.
Let me explain…
One of the things I love coming across are real life stories of people who discover talent they never knew they had or people who knew they had talent in a certain area but didn’t know how to take advantage of it.
Many of the TV reality shows like “American Idol”or “American Inventor” give people this very opportunity. That’s one of the biggest reasons they are so successful.
When you watch shows like this you can’t help but think yourself, “I wonder how I would do if I…”
That’s the hook!
So many of us are drawn in by the “everyday” nature of the people on the show and it’s easy for us to relate to them. In today’s world everything is so slick and professional that people often get discouraged and therefore distance themselves from the product or service.
That’s why I love this video from a similar show in the UK. It gave me goose bumps when I watched it. He’s an everyday guy and yet when he was given the chance he knocked it out of the park with this performance.
Wasn’t that video special?
Did you see the reaction of the judges when they asked him why he was there right before his performance?
Like I said earlier, I had massive goosebumps all over me after watching that video and I think it’s because there’s a bit in each and every one of us that wants someone like the gentleman in this video to win.
The good looking guys… they’re suppose to win.
The guys that have been dancing all their lives… they’re suppose to win.
This is an average hard working guy and that’s why people were out of their seats cheering him on - they can relate to him.
When your viewer can relate to you or your company they are magnetically drawn in.
Last week I was honored to speak at Jeff Walker’s first ever Product Launch Workshop.
One of the valuable lessons I got while listening to Jeff was how he developed the personality behind his marketing. He’s a really nice guy, very down to earth and probably the furthest thing from a slick salesman and that’s exactly how he’s positioned himself in everything he does.
Several times throughout the seminar he made a point of talking about the “ah shucks” factor that he uses in his marketing.
He noted that he’s not a professional speaker or a professional video producer/editor but yet he continues to speak and produce videos without worrying so much about making them ultra professional where they give the viewer the feeling that it’s been produced in some hot shot studio.
It’s just Jeff, being himself and people connect with that.
In fact, making mistakes actually works to his favor because it demonstrates that he’s not super human. He’s a real person and therefore his message seems even more real.
Similarly, the shows I spoke about earlier feature REAL people - warts and all. They document the rise of those who persevere the criticism, the ridicule and rise above everyone else to eventually succeed.
Too often we try to be too perfect.
I’m VERY guilty of this. In fact, there have been several products that have been on the “waiting list” to be released because there are a few minor things I need to get “just right”.
Can you relate to this?
One of my marketing mentors Alex Mandossian always told me that laying the last 15 feet of cable is always the hardest. The final steps of getting into the house and then installing the wires in the house generally take just as long or even longer than laying all that cable throughout the entire street.
Are you stuck because you’re trying to get it too perfect?
Humanize yourself and your products by having the courage to show your prospects and customers that you realize everything isn’t perfect but that you’ve made the decision to get it out there instead of the other option of not releasing it at all.
One of my favorite quotes that I first heard from Mike Litman who I think originally heard it from Joe Schroeder was this:
“You Don’t Have To Get It Right, You Just Have To Get It Going”
Get your products finished.
Be REAL.
Start incorporating more of YOU in your products - that’s YOUR Acres of Diamonds (even if you aren’t perfect).
You’ve got less than 6 months left in the year so kick it into high gear and finish strong!
Remember, the first release can always be called “version 1″ 
I’d love to know your thoughts so feel free to leave your thoughts in the comment section below.
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About The Author
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Stu McLaren is an trainer, consultant and affiliate manager for some of the world's top internet marketers. Access his free training sessions by entering your name and email in the form provided below in the "Get Updated" section.
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Other Websites of Interest:
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IdeaSeminar.com
MarketingWebGraphics.com
GetStartedWithInternetMarketing.com
GetStartedWithInfoMarketing.com
BasicListBuilding.com
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cherylwright said,
July 5, 2007 @ 7:49 pm
Stu,
I can see where you’re coming from, but don’t totally agree.
Yes, I agree that you need to ‘just do it’ but you also need to ensure the product is correct and ready to publish before putting it out there.
I have many published books, most of them non-fiction or informational products. By not ensuring they are 100% ready and the best they can be, you risk setting yourself up for a fall.
Anyone who purchases a product expects that it has been edited and is error-free, as they should. They also expect the information to be totally correct and fully researched, as they should.
As a professional writer and internet marketer, I leave my info products to sit for a couple of weeks and then go over them again. It would be foolish to sell anything that is not perfect, or contains spelling errors (etc).
If you want to be seen as an expert, and by writing/selling informational products you will be, then you need to ensure your work is the very best it possibly can be.
In my opinion, the best way to ‘humanize’ yourself is to have an ezine/newsletter where your subscribers can get to know you. These are your future customers, and will soon become repeat buyers PROVIDED you give them good quality and value for money.
But don’t just sell to them, teach them as well, and they will become loyal followers for many years.
Cheryl
Tsufit said,
July 5, 2007 @ 11:30 pm
Stu,
I totally agree. Well almost totally. Cheryl has a good point too.
There is a lot of garbage out there! But I don’t think you’re saying we should put out garbage.
What I understand you to be saying is that if we wait till we get it perfect, we’ll never get it out there. And having perfectionistic tendencies myself, (Case in point: my book Step Into The Spotlight! –’Cause ALL Business is Show Business! has been done since last fall and I’m waiting till April 2008 to release it so I can get it “perfect”), it was one of the most liberating things I ever heard when I heard Matt Bacak say the same phrase you quoted “You don’t have to get it perfect. Just get it going.” I repeated that to myself as a mantra, while creating a DVD and 3 audio products and it was the only thing that kept me going.
I think the truth lies between what you’ve said and what Cheryl said. My book has to be amazing, (my credibility rides on it) but the DVD’s and audio CD’s should have that “aw shucks” reality feel to them. I think that will make them even more appealing than the slick 80’s type ones with the corporate music. We’ve all heard ‘em.
Stu, one of the your most appealing qualities, is how refreshingly “real” you are. I said something similar recently to Russell Brunson. The information marketing world needs more guys like you guys.
That’s enough flattery for you!
Tsufit
http://www.secretsfromthespotlight.com
Lark said,
July 5, 2007 @ 11:53 pm
Your post was received as a fine complement to the video, Stu! And I always appreciate your perspectives about marketing.
I watched the video twice; and is my habit, the tears began to form in my eyes, and I smiled a big spontaneous smile - all at the same time.
And fortunately… it’s this kind of experience… most often felt… when I’m alone.
Trust - and the confidence to be guided accordingly by it - has become the one dominating influence in my day-to-day interactions…
… Beginning with that ongoing conversation with my inner muse… dancing - not marching - to a drumbeat of my own creation.
A lot like our opera-singing friend!
So I’m still not so sure about wanting to prey upon people’s neuroses - their false beliefs, emotional baggage, fear of failure, and the like.
Nor am I one for coercion - employing stealth or overt tactics… for the sole purpose… of influencing or persuading.
I remain, however, a huge fan of following your dreams and creating a unique vision for cooperation and collaboration with others - since all of us must sell… something.
If one sees his/her role in life to be an agent for change… then I applaud it…
… Particularly if… it can be accomplished in a similar manner… as our inspiring opera singer has done… in the video you’ve shared.
Pure joy and ecstatic truth - whatever else could be so right or so powerful?
Thanks for the link to Acres of Diamonds too!